Why Global Campaigns Often Don’t Work Globally

Why Global Campaigns Often Don’t Work Globally
SHARE
THIS



Global brands which insist on a “one size fits all” marketing strategy for all their territories are creating big headaches for Aussie marketers argues Jeremy Swartz (pictured below), ANZ vice president of customer engagement firm Thunderhead.

Swartz told B&T that global brands often believed a blanket strategy would work in all the countries that they operate. “That’s simply not true,” Swartz said. “Just because a message plays well in Singapore, that doesn’t mean it will play well in Sydney.

Jeremy Swartz

“Everyone wants a strong brand, be it for trust or quality or whatever; but the message not only has to be regionalised it needs to be individualised and I think that’s the main challenge a lot of brands are having now,” he said.

Swartz also believed the next big issue for CMOs would be customers “voting with their feet”. He argued for too long a lot of companies – namely the banks, insurance companies and financials – had made it too difficult to shop around; bogging disgruntled customers down in paperwork and exit fees.

He said customers increasingly wanted the ability to shop around and switch to a better deal, and with that happening “there are a lot of companies that are going to be in a lot of trouble”.

“Financial institutions are famous for making it all too hard to leave,” Swartz said, “it’s all so painful that the customer simply doesn’t bother.

“Customers want change and that change is happening and when it comes there are a lot of businesses behind the eight-ball with this. Just because you’re safe and happy and have 10 million customers today that doesn’t mean you will have 10 million customers tomorrow.”

However, Swartz had an easy solution for marketers befuddled by what their customers wanted and how to attract more loyal ones – listen.

“It all starts with listening. Rather than projecting what you think a customer should be doing, rather than guessing the journey you think your customer is taking to buy your products, rather investigate to see what is actually going on, once marketers start listening it will soon become clear whatever the next best channel is. But it all starts with the passive listening,” he said.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]